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Joe Cossman used to say that a successful entrepreneur will "do whatever it takes" to make a product or service prosperous. We at the Dream Merchant agree, but we think it also helps to stop and consider what that means. When you analyze any successful business, much of its achievement can be traced back to a single factor--risk.
What makes entrepreneurs risk-takers? A strong belief in a product or service certainly helps. But it's more than simple faith or belief. In most cases, entrepreneurs also have the ability to evaluate risk, to understand which risks should be avoided and which are actually worth taking.
For example, such people rarely risk money beyond the product's original budget. And "study" becomes a large part of their lives--studying the market, marketing approaches, and even investigating those who may want to invest in the idea. In other words, entrepreneurs arm themselves with information.
And you can do the same. With information, you'll be in the best position to "do whatever it takes," to conjure up the persistence that Cossman was referring to. The potential for success lies in each of us. Feeding that potential with information allows us to find our own persistence, to realize our dreams. We salute America's entrepreneurs, the risk-takers who will make our lives better in the new century.
Best of luck with your great ideas.
Mike Foley Editor
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